Forging ahead of the pack: web in the world of finance

Recently, we’ve created two websites for financial companies – each with different audiences and objectives.

One – Commercial Acceptances (CA) – was all about enhancing and developing the strong brand we had already created for them. The other – Demica – was part of a wider rebranding of the company, with the aim of setting them apart from their competition and giving them a brand that befitted their stature and size of the business.

Each project presented its own UX, design and build challenges. For CA it was creating a site that was simple to use and fit for purpose, considering the prospective audience would often be multicultural, bilingual and not too familiar with the world of property loans. In addition, we still had to have an immediate impact when a user came to the site, and to promote the USPs and the main call-to-action in an engaging and slick manner. Utilising contemporary build techniques was a must, too, as was making it work well on mobile devices.

With the Demica website, the aim was to portray the company in the light it deserves; its technology facilitates the funding of $50bn of capital per year. It’s a big business dealing with big finance.

The brand and website were developed simultaneously to help ensure that message and tone of voice would come across clearly on the brand’s only major touchpoint – the website.

Our research and workshop conducted with Demica also determined that there was a dual audience: one that knew about receivables finance and the type of software Demica provides, and another audience that wasn’t au fait with that world. So the way the content was written and presented allowed the audience to get an uncluttered snapshot of the business and its products, but also allowed the user to delve deeper into the detail if necessary.